Hey Whipple, Squeeze This! Book Summary - Hey Whipple, Squeeze This! Book explained in key points
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Hey Whipple, Squeeze This! summary

Luke Sullivan with Sam Bennett

The Classic Guide to Creating Great Ads

4.2 (21 ratings)
15 mins

Brief summary

'Hey Whipple, Squeeze This!' by Luke Sullivan and Sam Bennett is a guide to modern advertising. It provides insight into the creative process, tips for producing effective ads, and advice for handling clients.

Table of Contents

    Hey Whipple, Squeeze This!
    Summary of 7 key ideas

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    To get started in advertising, you need an exceptional portfolio.

    Many years ago, a few good ideas and a passion for the business were enough to get you hired by an agency. Today, it’s a different story. The industry has become so popular that you’d better have an outstanding portfolio, or book, if you want to get your big break.

    Your book is both your job application and your talent, and should set you apart from the crowd. This is vital, as the competition for ad jobs grows more intense every day, as more and more students complete advertising degrees with highly polished books. But you don’t have to go to ad school to create an outstanding book.

    You need just eight or nine hypothetical campaigns that have been worked to an excellent standard. How do you do this? By concentrating on campaigns based on good ideas. Agencies aren’t impressed with a good finished ad – they’re much more interested in ideas that reflect unique talent.

    Here’s an example. A famous Nike ad shows Michael Jordan jumping and scoring, with the line “Michael Jordan: 1. Isaac Newton: 0.” This ad could be in its earliest stage, even crudely hand drawn, and the brilliant idea would still shine through.

    But where do great ideas come from? Begin by developing ideas around products that you like and use. Then take a look at old, award-winning ads. Why did they work, what was their secret? After analyzing them, return to developing your own ideas, but this time choose products that you’d never use yourself.

    For example, if you’re a guy, consider ideas for bridal magazines, or if you’re a girl, develop ads for jock straps. This will show agencies that you can apply your talents in more than one field.

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    What is Hey Whipple, Squeeze This! about?

    Hey Whipple, Squeeze This! has become a seminal guide to the world of advertising for those who have been in the business for decades, for newcomers, and for anybody intrigued by what happens when creativity meets commerce. The title is an irreverent nod to an unconventional 1970s campaign for Charmin toilet paper that featured an annoying shop clerk called Mr Whipple, who couldn’t stop squeezing the product. It sets the tone for Sullivan’s honest and practical insights into the sometimes crazy creative process of advertising.

    Hey Whipple, Squeeze This! Review

    Hey Whipple, Squeeze This! (1998) is a captivating book that reveals the secrets behind creating amazing advertising campaigns. Here's why this book is definitely worth reading:

    • It provides insightful tips and techniques that help readers develop effective advertising strategies and create memorable campaigns.
    • Packed with real-world examples and case studies, the book offers a practical and relevant understanding of the advertising industry.
    • With its engaging storytelling and witty writing, the book keeps readers entertained while imparting valuable knowledge about the world of advertising.

    Best quote from Hey Whipple, Squeeze This!

    A book full of cool ads doesnt guarantee you a great job. A book full of brilliant thinking does.

    —Luke Sullivan with Sam Bennett
    example alt text

    Who should read Hey Whipple, Squeeze This!?

    • Anyone working in advertising or marketing
    • Anyone interested in how ads work
    • Anyone who watches too much Mad Men

    About the Author

    Luke Sullivan is renowned for his 32-year career in advertising under eminent agencies such Fallon and GSD&M. He is currently chairman of the advertising department at the Savannah College of Art and Design.

    Sam Bennett was a contributing author to the updated edition of this book. She is currently the director of brand and digital strategy at Martin Williams.


    © Luke Sullivan: Hey Whipple, Squeeze This copyright 2012, John Wiley & Sons Inc. Used by permission of John Wiley & Sons Inc. and shall not be made available to any unauthorized third parties.

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    Hey Whipple, Squeeze This! FAQs 

    What is the main message of Hey Whipple, Squeeze This!?

    The main message of Hey Whipple, Squeeze This! is that creativity and powerful ideas are essential for successful advertising campaigns.

    How long does it take to read Hey Whipple, Squeeze This!?

    The reading time for Hey Whipple, Squeeze This! varies depending on the reader, but it typically takes several hours. The Blinkist summary can be read in about 15 minutes.

    Is Hey Whipple, Squeeze This! a good book? Is it worth reading?

    Hey Whipple, Squeeze This! is a must-read for anyone interested in advertising and creativity. It offers valuable insights and practical advice to improve your advertising skills.

    Who is the author of Hey Whipple, Squeeze This!?

    The authors of Hey Whipple, Squeeze This! are Luke Sullivan and Sam Bennett.

    What to read after Hey Whipple, Squeeze This!?

    If you're wondering what to read next after Hey Whipple, Squeeze This!, here are some recommendations we suggest:
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